USCS Wave 2604 - Nov 12th, 2026

Resonate is pleased to announce the release of USCS Wave 2604, featuring brand-new coverage of AI tools and assistants, along with expanded depth across politics, retail, CPG, travel, and technology. This wave introduces new content on how consumers use AI to research everyday decisions, political donation preferences and civic engagement, Congressional priorities, and perspectives on immigration. Additional depth has been added across apparel and retail spending tiers, beverage consumption motivations, coupon usage, recurring charitable donations, flag football, and luggage purchase intent.

To view the complete list of newly added attributes for Wave 2604, please click HERE.

New Data Key Features

Consumer Preferences

• Expanded inflation and tariff content:
  • Biggest financial pressures, now including student loan or education debt
  • Non-necessary expenses consumers would cut first, now including entertainment and premium subscriptions (gym, security, smart home)
• Expanded Products Purchased on Social Media list, including Pet Supplies and Crafts & Party Supplies

CPG (Consumer Packaged Goods)

• New attribute: Coupon usage frequency when shopping for groceries or household items
• Expanded beverage consumption motivations:
  • Reasons for consuming hot tea (practical/routine, functional/health benefits, indulgent/social)
  • Reasons for consuming soda and mocktails, including health benefits and social context
• Expanded beauty and wellness services used, including sugaring and laser hair removal
• Additional updates across GLP-1 barriers (prescription and doctor access), deodorant usage frequency, digestive aid brands, and reasons for buying groceries and alcohol online

Technology & Telecom

• New AI tools and assistants content:
  • AI tools used in the past 3 months (ChatGPT, Google Gemini, Claude, Microsoft Copilot, Perplexity, Grok, and more)
  • AI tool usage frequency during the last 3 months
  • Primary AI use context (personal, work, or both)
  • Decisions researched with AI, including product purchases, travel planning, financial products, health information, and restaurants
• Expanded wireless carrier and mobile phone selection considerations, including new customer promotions, streaming perks, and cross-device sharing
• Expanded gaming subscriptions, now including PC/Steam

Alcohol, Tobacco & Marijuana

• Expanded Ready-to-Drink (RTD) brand list (Last 3 Months), including Loyal Nine

Apparel

• Expanded shopping frequency and spend content (Last 3 Months) across casual, young adult, and beauty & intimate apparel, including new $300+ spend tiers

Automotive

• Expanded non-car vehicle ownership, now including sailboats
• Expanded gas/diesel purchase locations, now including regional gas brands

Demographics

• New attribute: Connection to flag football, including current and former players, coaches, officials, volunteers, and parents of young players or fans

ESG (Environment, Social, Gov)

• New attribute: Recurring (automatic or scheduled) charitable donations during the last year

Financial Services & Insurance

• Expanded IRA and employer-sponsored retirement plan providers, now including app-based/robo-advisors
• Expanded estate planning beneficiaries, now including parents/grandparents

Media

• Updated program lists across Apple TV, Disney+, Hulu/FX, Netflix, Paramount+, and network/cable TV

Restaurants

• Expanded casual dining restaurant list

Retail

• Expanded retail and online store brand lists
• Expanded past and future purchase locations across furniture, pet supplies, crafts & party supplies, and sports & fitness
• New higher spend tiers for department store and online store purchases ($250+ and $500+)

Travel & Hospitality

• Expanded content on “bleisure” travel, online booking methods for transportation and lodging, and cruise lines previously taken, including Virgin Voyages

Premium Data Sets

Politics & Advocacy

• New content across civic engagement and political donations:
  • Role in policy discussions and advocacy, from voting and sharing views to attending protests and influencing policy
  • Willingness to donate by level of government, election type, and in- vs. out-of-district candidates
• New attribute: Congress’ top priorities for the next four years
• New attribute: Perspective on the impact of immigrants in America
• Expanded content on AI and Big Tech regulation, trust in Congress, concern about online misinformation, previous party identification, and who is blamed for unaffordable healthcare

Taxonomy Standardization

As part of Wave 2604, Resonate has standardized labeling across the USCS taxonomy. Category names, attribute names, values, and descriptions now follow a consistent style guide covering punctuation, capitalization, timeframe placement, and terminology. These are cosmetic text changes only; all attribute and value keys remain the same, and the underlying data is unchanged. These updates primarily benefit DaaS clients. Clients who map to Resonate data by label text rather than by key may need to update their mappings, and we recommend using attribute and value keys going forward.

Additional Information

To view the complete list of newly added attributes for Wave 2604, please click HERE.

Inactivated Attributes and Suggested Replacements

As part of USCS Wave 2604, certain previously available attributes may have been inactivated or deprecated. Where applicable, suggested replacements have been identified to support continuity. These replacement attributes are conceptually aligned but may differ in wording, framing, or scope.

You can view the full list of inactivated attributes and their recommended replacements HERE. We encourage you to review replacements carefully to ensure they align with your use case.

Update Saved Audiences

If any of your saved audiences include inactivated attributes, we recommend updating them to remove or replace those attributes. Audiences containing inactive attributes will no longer support analysis or activation, and any scheduled deliveries will fail due to an invalid audience definition.

W2604 Field Dates

Wave 2604 of our U.S. Consumer Study was fielded from July 8, 2026, to August 26, 2026.